Time’s Up was the reoccurring slogan throughout the 75th annual Golden Globes ceremony, focusing heavily on female empowerment and the survivors of sexual abuse.
As the #MeToo movement continues to transcend through Hollywood, speeches from Oprah Winfrey, Nicole Kidman, Elizabeth Moss and host Seth Myers shone a light on racism, sexism, violence and abuse.
Aired on the NBC and live streamed on Facebook, the event, which celebrates American film and TV, drew an audience of 32.9 million viewers, down 5% versus last year.
The award ceremony saw almost every attendee wear black in solidarity for those who have experienced sexual assault or harassment.
Sexual harrassment was also the theme of The New York Times TV ad push, with the publisher airing a text-only ad beginning with the phrase “He said. She said”.
During its fourth showing, however, a string of 'She said' appear to fill up the rest of the white space - referencing the movement of women who have spoken out about sexual harassment in the wake of Harvey Weinstein's allegations.
"The truth has power. The truth will not be threatened. The truth has a voice," reads the ad.
The 30-second TVC kicked off a multi-platform brand campaign and is the first in a series of 2018 ads that will focus on the Times' commitment to original, independent journalism that holds power to account.
New York Times likely paid upwards of US$530,000 to place the ad during the Golden Globes, according to Statista, despite the awards ceremony dropping slightly in audience.
The slight drop is likely to be compensated by streaming figures and catch up figures, which are yet to be released.
Facebook also took a bold stance in its 60-minute ad, telling messages of hope.
The ad, created by Facebook's in-house team, inspires feelings of community, zoning in on imperfect messages from a diverse cast.
While the New York Times and Facebook took a hard-hitting approach for its ad push, other brands brought some humour to the Golden Globes.
L’Oreal tapped Winona Ryder for its 30-second commercial. The Stranger Things actress appeared in a glamorous black gown in her dressing room, preparing to make a high-profile appearance.
After some build-up, the ad cuts to a shot of Ryder’s face followed by the words, “Everyone loves a comeback. Damaged hair deserves one too.”
With Ryder being celebrated in 2017 for her career comeback starring in Stranger Things, the clever metaphor didn’t go unnoticed on Twitter.
that WINONA RYDER'S COMEBACK AS A METAPHOR FOR DAMAGED HAIR commercial is the out-of-nowhere frontrunner for Best Picture at the Oscars now, right?— Josh Duboff (@JDuboff) January 8, 2018
I just SCREAMED at the reveal in the Winona Ryder hair care commercial. I hope it wins the Emmy for Best Drama. #GoldenGlobes— itsonlyzach (@itsonlyzach) January 8, 2018
McDonald's was another big brand that invested in a Golden Globes’ ad, enlisting Chrissy Teigen as the star.
The ad shows Teigen, author of the appropriately-named 'Cravings' cookbook, driving an SUV to a McDonald's drive-thru where the chain's new $1, $2, $3 menu is displayed.
"Can I have a they-never-feed-you-at-those-things meal, please?" Teigen says.
She departs with five cheeseburgers and five McChicken sandwiches.
All eyes are now on the Oscars, which last year suffered backlash for its lack of diversity.
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